Marketing Trend Reports 2021 (including a couple of free online tools and how to use them).

There are many sources of trend reports that have been developed on an annual basis that are for different industries this blog post will be focusing on the marketing industry so that if you are a student of marketing or even an academic with a focus on marketing these sources may give you key trends to base your research around or even to include within a proposal for an academic study of an industry such as the marketing industry. 


These trends are also for anyone who works within the industry or even are involved with making management decisions from a marketing point of view. Especially if, it is a long term trend it may mean that it's worth investing in introducing an offering that you company can develop and sell to the consumers (B2C) and other companies (B2B) depending on the focus of your company or even short term micro trends.


Marketing trend reports for 2021 can include:

                                                                                                   


(1) 2021 Global Marketing Trends - Deloitte                             



Link: https://bit.ly/39q3YNg


The 7 trends that have been identified for this year are the following: 


(1) Purpose

(2) Agility

(3) Talent

(4) Human Experience

(5) Fusion

(6) Trust 

(7) Participation



(2) Gartner Marketing Predictions for 2021 and Beyond: Marketing hits reset

Link to the report: https://bit.ly/3t3vic1 


The 6 predictions that have been identified for this year (2021) and beyond are as follows:


(1) Hybrid Experiences Take Precedence 

(2) Channel-Agnostic Strategies Put Customers First

(3) Subscription Offerings Shift Strategy

(4) Marketing, Sales, and CX Merge

(5) Employee Activism Grows In Impact

(6) Content Moderation Is A Top Priority


These are only two reports that are available on marketing trends for 2021 only. There are however trends for social media, digital marketing, Search Engine Optimization (SEO) and even Digital trends. 


Depending on the area of marketing that you are either working or want to work in there are trends or even blogs on them. 


You can find what's trending online simply by using these free tools:


Google Trends

Link: http://bit.ly/3iTHdoe 

 



At the top of the page you can see on the right the country that is selected is the country that wanting to look into specifically. 

In the case of the below example. I've selected 'United Kingdom' as the country at the top of the page and the search term is 'Marketing Trends' (as you can see below):  




The next page that comes up is the results for that page below (this point you can decide to change the location from 'United Kingdom' to other countries and even to 'Worldwide':


The top graph on that page shows you the interest over time for that search term in this case 'Marketing Trends' for the above image. 

The second area of the page shows the interest by sub region. In this case for the 'United Kingdom'. The sub regions are 'Scotland' and 'England' and the related search interest for each. on the right section you can see the map and coverage area. The left of the section sub region named with a search interest figure and a sideways bar graph as can see in the image below:



The last two areas that are included in the 3rd section of the report are
 the 'related topics' in this case 'Marketing Trends' in the 'United Kingdom' on the right and on the left side there is a list of 'related queries'. The 'related topics' can be breakout and or a percentage rating. In the case of the 'related queries' they can be breakout or even a percentage you can see this in the image below: 




This is only one example of a trending tool. 

Other trending tools that can be used are as follows: 

Pinterest Trends
Link: http://bit.ly/39vKl6F

If, your company has a presence on Pinterest and would link to find out what is trending on the platform:


You can choose to search based on 3 different country options: 'UK', 'US' and / or 'Canada' as you can see from the image below:




The example below is a search for 'marketing' in the 'UK' as you can see in the image below:


The image above shows a graph of the 'searches over time' and below this graph you can see related terms for example 'digital marketing'.


The image above shows that the 3rd part of the view which shows the popular pins based on the search term of 'marketing'. 

These are only two free tools that are available for you and your business can use to track trends and use them in your marketing activity on these platforms and or search engines. 

Good luck if you are only starting using these tools or even if your are extremely experienced using in other areas of marketing but not in these specific online tools. 

David Mc Donald, BSc (Hons) 
Currently completing a MSc in Marketing   

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If, you have any comments on this specific blog post or possibly any suggestions on what you would like to see a post on next please comment below. Thank you in advance, David.

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